Tate Britain
In collaboration with The Mill & Facebook, Tate Britain selected a number of artworks in the existing collection for us to explore their hidden narrative - the Untold Stories behind these paintings and the artists behind them. Specifically, the untold stories that bear relevance to the contemporary audience - social and cultural challenges that the artist and subject faced at the time - and how that translates to the contemporary viewer.
After receiving Tate Britain’s selection of artworks, we set about researching the historical context around each piece and the biographies of the artists in question. Harnessing the knowledge we learned and taking the gallery descriptions of each piece, we set about designing and animating interactive visuals that spoke to each piece’s hidden narrative. It was our motive to ensure that this additional layer simply provides further context, rather than imply new meaning.
The outcome? Eight interactive artworks that may be brought to life via Instagram in Tate Britain. Known as the Tate Virtual Wing, this is the beginning of more AR activations to come for the museum. Our ambition is to engage the viewer to have a deeper curiosity, understanding, and memory of the artwork and the artist. A wholly more interactive experience of a visit to the Tate.
Awards
Creative Circle - SILVER: Best Use Of Photography For Positive Change
Communication Arts Interactive Awards - Mobile Category
Client - Tate Britain & Facebook
Production Company - The Mill
Creative Director - Sally Reynolds
